Determining the Value of Potential Advertising Channels Online - Elijah Logan Longview Texas

Elijah Logan Longview Texas
@EliLoganTx

It’s important for any business to have an online advertising presence. Whether it’s Google AdWords, digital newsletters or industry websites, online visibility is a must in today’s business climate. It’s possible for any-sized business to gain online exposure without breaking the bank through properly evaluating advertising channels and a little Google Ad Words home work.

When you’re evaluating the quality of online advertising channels/ newsletters:

Get information on subscriber/ visitor demographics. In other words, who is visiting the website or receiving the online newsletter? Make sure the readership is in line with your customer base.
How many people visit the site each month? This number will help you determine your cost-per-contact. Just divide the amount you’re spending by the total readership.
Clicks and Click-through Rate: If you’re looking at buying banner space on an online newsletter or digital publication, getting clicks and click-through rate information will help you determine how engaged the readers are with that particular publication. What good is a monstrous readership number if most of them aren’t clicking on anything in the online newsletter?
Do you receive exclusive placement? Most banner ads are shared real estate, which means your ad will be one in a rotation. That effects the number of times your will be served to (or seen by) the readership. That will affect your cost-per-contact number.
Reevaluate cost.Take the total readership and divide it by the number of rotations the space will go through before your ad appears. For example, if your ad is one of ten ads sharing a single space and the website/ online newsletter has a readership of 10,000 your ad will be seen by 1,000 readers instead of the whole 10,000. That new number will dramatically affect your cost-per-contact.
So, what’s an acceptable cost-per-contact rate? It really depends. I know, I know; that answer seems like a cop-out. It’s not. If you’ve found a medium that effectively targets your customer base (especially if you have a product that serves a niche market) and if it reaches the people within that market that can make or influence purchasing decisions, a high cost-per-contact may be absolutely worth it. That’s why investing a little time in qualifying potential adverting channels is worth a try.
Next week’s post will cover information on Google AdWords and how to customize a campaign that delivers results and makes the most of your investment. To get a head-start, check out Google AdWords’ extremely helpful FAQ section at goo.gl/ZQyrO9
Be sure to check out the blog at ElijahLogan.com, and connect at @EliLoganTx

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Brand Consistency At Trade Shows - Elijah Logan Longview Texas

Longview Texas Based Elijah Logan

Corporations often need to exhibit at simultaneous trade shows in different locales and for different reasons. They often have two trade show exhibits in the same city at the same time. Going one step further, a company may even have two separate trade show exhibits at the same trade show.

Oracle is an example of a company exhibiting at two trade shows at the same time in the same city. Why does this happen?

Quite simply, each trade show appearance had a different objective. One trade show exhibit concentrated on new lead generation, while the other trade show display’s focus was on new product launches. Even though these trade shows differed, Oracle’s message needed to be consistent in presenting their corporate brand. Trade show visitors may have a different agenda for attending each trade show, but the corporate message must remain consistent and easily identified with the corporate DNA.

Every aspect of trade show exhibit presence also must match up with company promotional materials, advertising, public relations, online marketing, website and direct mail. Companies lose identity when they dilute their image with mixed messages. Marketing pros say the golden rule is to stay true to your corporate message, reinforce the brand, and let everything else follow suit.

Event Marketer Magazine advises corporate marketers to be wary of delegating trade show activities to their product development staff. Product teams understandably tend to focus on products rather than the corporate message. This can seriously undermine the corporate image agenda.

So, in order to avoid mixed messages, pre show briefings with all the trade show staff team are essential. Then be sure to keep communication channels open and ongoing. Be on guard for any off the wall, wacky surprises that could distort your presentation. Also, have company monitors drop in at the trade show booths on the trade show exhibit hall to assure that the discipline of your corporate exhibiting goals is maintained.

As an example, Event Marketer Magazine sites the experience of DaimlerChrysler. With some 60 national auto shows, DaimlerChrysler works with its eight business units to develop trade show programs for these multi-market trade shows. They then send staffers from zone offices to check on the execution at the trade show. «Although we all have the objective of moving the metal, we also have to maintain the brand consistency,» says director of global event marketing Don Schmid. «That doesn’t always fit into what the dealers want to do.»

The DaimlerChrysler zone staffers leave a show after a few days, and dealers are often tempted to add additional makes and models to the exhibit space. «They might try and move in 15 percent more vehicles, which makes the space look like a parking lot,» says Schmid. «We have to be ready at all times to play sheriff.»

When exhibiting at a trade show, here are a few things to remember about corporate image reinforcement and brand consistency:

Understand the basic objectives of the design your corporate look.

Adhere to the parameters of the corporate image guidebook. All visuals must meet specific guidelines. Be aware not only of the physical specifications of visuals but also how to incorporate them for trade shows with multiple audiences and products. Stay true to your corporate colors and fonts and be conscious of how the name of the company is used.

Be consistent in your brand «mindset» –whether it be upscale, sophisticated, young or old. Not only with the way your trade show exhibit looks, but also with the dress style and comportment of your trade show booth staff.

Be sure everyone who represents your company is knowledgeable about all communication aspects of the company. Be able to articulate the brand in trade show booth graphics, sales pitches, promotional hand outs, email and web messages, even on business cards.

Many brands such as Yahoo! in Sunnyvale, Apple Computer Inc. in Cupertino, eBay in San Jose, Google in Mountain View, Hewlett-Packard in Palo Alto, Oracle in Redwood City, and Sun Microsystems of Santa Clara have distinctive logos and have a certain «personality» and feel about them.

Although they are all in the high tech industry, each of the brands is noted for their individual character. All have colorful and consistent images. Their brands are distinctive and successful, and their representatives have learned to speak with one voice.

Your company’s brand image will have a much great return on investment if you enforce these
basic disciplines.

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Before You Take On Email Marketing - Elijah Logan Longview Texas

By Elijah Logan Longview Texas

Email marketing is one of the best ways to promote businesses online. Millions of online marketers are using email marketing in order to promote their products and services. This is very easy considering that you can send a vast number of email to millions of individuals all the same time. This kind of marketing approach is also convenient because you can work on your approach from anywhere and anytime. In this type of marketing strategy, all that you need are list of email addresses that you can email. More conveniently, you can choose to direct your email to certain number of people who are interested in one subject than the other. You can create or draft a good sales letter and have people visited your website where they can get to purchase or encourage them to purchase something.
The problem with email marketing, however, is that business owners or operators make certain mistakes when promoting their product or services. It’s the same with other types of marketing strategies. But with email marketing, the flaws can easily lead your potential customers to an incorrect route. Instead of being able to digest the information you share with them, they could be led to other sites they don’t care about. Or worse, they’d get dead links. These are two things that irk any website visitor. So you would want to only give them the best email marketing moves that would make them consider your business a reliable source of information and good things. The effectiveness of email marketing will only become right if your customers become interested enough to stay and browse within your website.
Most people do not want to be treated as if they were sent a generic sales letter. Some business owners take the time to actually write sales letters that have target specific themes and send them to a specific number of individuals. This kind of email marketing however, usually takes a long time. In order to compensate some business owners also send bulk emails to potential customers. In order to make your email marketing strategy effective however, you should start with learning how to reach out to your clients both ways.
There are at least two kinds of email marketing. You will basically need to utilize both ways in order to ensure that you get the best results in your efforts. First, there’s transactional email marketing. This is a target specific strategy that focuses on short term goals. It is designed to hit low hanging prospects. This transactional email marketing is often used as a promotional tool for product launch and announcements. In short, transactional email is to acquire new customers. It is also a good way to retain old customers by providing new promotions to products and services. Transactional email marketing makes use of content that is focused on reaching as many customers as possible.
The other type is called relationship email marketing where it’s focused on quality and two-way relationship. Relationship email marketing is oftentimes based on managing and interacting with customers. You will notice this kind of email marketing since it allows interacting and customizing through customer relationship management. This means you can expect small responses from customers and provide them answers while subtly promoting your website. This is more likely to be very effective but it painstakingly long. Relationship email marketing allows the business to concentrate and learn what the customer needs and requires.
Depending on the kind of business that you have, you can utilize both email marketing strategies to ensure better results with your efforts.

Working With Manufacturers’ Reps And Succeeding At Trade Shows

Elijah Logan

Manufacturer's reps represent importers, manufacturers, exporters, or any combination of the above. The companies they represent pay them a percentage, usually a percentage of the total order. The reps only get paid when they sell. The importance of reps has been diminished by the Internet era. More-and-more businesses are connecting with manufacturers through the Internet, eliminating the need for expensive reps.

Manufacturers’ reps usually represent many companies. They specialize in industries such as gift, building materials, cosmetics, etc. A good rep can help you identify the hottest products, industry trends, and fashionable companies. Through one rep you may be able to connect with many companies, saving you time and legwork.

Many reps are doing more than selling. Some reps may train you or your employees the use of the products they sell. They can help you become an expert about the product they sell. Treat them as a resource not just another sales person.

Trade shows offer multiple opportunities for you to spot upcoming trends, network with manufacturers, importers, and wholesalers. A trade show can be a great resource for finding the right products for your business. There is a trade show for every industry. If you haven’t found one for you’re your industry, you haven’t looked hard enough. New York, Los Angeles, Chicago, Las Vegas, are among the most popular destinations for trade shows.

The most effective ways to locate the right trade show for you is to check with professional associations, trade publications, and convention centers. Trade shows can connect you with hundreds, or thousands, of potential product sources. Attending a trade show gives you the opportunity to demonstrate you mean business. By being there, you establish yourself as a player in your industry. The attendees commit time and money to participate in trade shows that qualifies them as serious buyers. As you meet with key manufacturers you get a chance to compare prices. Being there in person, you have an opportunity to study product quality.

Be ready for sensory overload. Trade shows are fun, but they can be overwhelming. Prior to the show, make a plan and stick to it. Don’t wonder around aimless.

For more trade show and marketing tips visit blog.EliLogan.com and connect @EliLoganTx

Elijah Logan is a consultant and serial entrepreneur who partners with companies across the globe to effectively unlock relationships with clientele in numerous core industries. His expertise was developed through a series of B2B trade shows, effective content platforms, and automates sales and marketing adoptions.
He has developed, produced, and managed 1.4 million square feet of B2B trade show space, serving over 2600 exhibiting companies and attracting over 300,000 attendees from 42 states and 17 countries. These offering resulted in over 550 million dollars in community economic impact, and has generated over 16.4 billion dollars in revenue for his clients.
In the digital content market Elijah has developed over 300 digital properties delivering bleeding edge news, industry relevant communications, and educational marketplaces to facilitate client’s development of effective marketing strategies.

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How Trade Shows Can Help Launch your Business in New Industries - Elijah Logan Longview Texas

Elijah Logan Longview Texas

Are you a small business looking to generate more sales leads? It may be time to get vertical.
According to this recommendation of contributor and Business Refinement, LLC founder Michael Kaleikini, the best way to break into a new vertical is to begin connecting with industry partners who can help you reach decision-makers directly.

One of the fastest and most cost-effective ways to do just that is to begin sponsoring or exhibiting in industry trade shows. Trade shows allow exhibiting companies to:

Gain face-time with prospects and industry professionals: This article from www.MarketingProfs.com shows that decision-makers value face-to-face communication more than any other form of communication for fluid decision-making and purchasing processes.

Build professional relationships that will last the lifetime of your business: An EventView study reports that 62% of senior executives chose event marketing as the discipline that best accelerates and deepens relationships.

Close sales faster and spend less doing it: In addition to exhibiting being one of the most valuable assets for initiating long-lasting relationships, it’s one the most cost-effective methods of lead generation in business. A study published by the Center for Exhibition Industry Research (CEIR) shows that sales cycles that result from trade show leads close faster and cost less to close than outside sales leads; $550 and 1.4 sales calls compared to $997 and 3.6 sales calls, respectively.

Participation in trade shows provides businesses with a smooth transition into a new vertical, with the potential to achieve big results quickly.

Mark LaCour of modalpoint, a company that helps organizations sell their products to the oil and gas industry, has seen the power of trade shows first-hand. «After sponsoring a breakfast track at a trade show, I watched one of our clients go from zero dollars of revenue from the oil and gas industry to ten million dollars in twelve months.»

Has your organization expanded into another industry using trade shows? Share your insights. Want more information on B2B trade shows? Visit the blog at ElijahLogan.com and connect with me @EliLoganTx

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If You Invite Them They Will Come - Elijah Logan Longview Texas

Elijah Logan Longview Texas

It’s undeniable that exhibitors who notify their potential customers of their presence at trade shows experience greater success. Not only is their booth crowded with pre-qualified buyers, exhibitors are able to build on previous sales efforts in an environment that is conducive to deal-making:
Neutral turf:That’s one of the most under-recognized benefits of a trade show space; that it’s neutral territory where both parties can speak and deal openly and comfortably.

An exciting atmosphere: Don’t squander the excitement of the trade show atmosphere by performing the introduction during the show. Make the introduction long before the show begins and let the electric atmosphere of the trade show floor lend itself to closing to the deal instead.
Face-to-face relationship building: While it’s definitely possible to make a sale using the «Send» key, it’s more likely that you’ll begin building a relationship with a hand shake. Meaningful professional relationships create success for those who nurture them. Referrals, repeat business or recommendations are all invaluable assets of maintaining and developing meaningful professional relationships. How better to kick one off than with a hand shake and a personal introduction?

Below are a few tips that can help you create your own effective invites:

Email: Do not put your subject line in ALL CAPS. It’s part of a long list of spam filter magnets.

Direct Mail: Sounds simple, but always address your invite to a specific person. It always helps to follow up by phone right before the show to remind them that you’ll be there and potentially set-up an appointment to speak during the show or at an ancillary event.

Social Media: Connect with your invitees prior to the show and post information about products or services you’ll be featuring in your booth. Your posts will continuously show up in their feed (which gives you top of the mind awareness) and you’ll create excitement about your booth and the show itself.

What’s the best trade-show invite you’ve ever received from an exhibitor or sent as an exhibitor? Share it in the comments! Be sure to check out the blog at ElijahLogan.com, and connect at @EliLoganTx

Booth Staff for Your Next Trade Show - The Value of Technical Experts

Elijah Logan
@EliLoganTx

When most people think of trade show booth staff, they picture a gaggle of first-rate sales reps. They’re talkative, friendly, knowledgeable professionals who will connect with leads, discover the challenges they face in their businesses and mold product-centric solutions.

There’s no doubt that these folks should be in the booth. But they shouldn’t be alone.
The salesperson described above employs a particular set of techniques that have been successful in the past, but are becoming obsolete in modern business to business sales. These techniques were effective on purchasers who understood the problems their business faced, but didn’t know how to fix them. With endless amounts of product information available online, that’s not the case anymore.
This Corporate Executive Board study found that most B2B customers have completed 60% of a purchasing decision before they open dialogue with potential suppliers.
By that time, most customer have reached an understanding of their problem and, through research, have arrived at a solution. When they do begin speaking with a suppliers, they’re looking for the organization who can most efficiently and cost-effectively implement that solution.

This is where the importance of including technicians-turned-salespeople in your booth is evident. Legitimate purchasers are more likely to have detailed questions and these technicians-turned-salespeople are in a unique position to provide specialized information that paints a picture of fulfillment for potential clients’ existing, self-arrived solution.

Employing a focus on technical information shouldn’t stop at your booth. A study by Gelb Consulting shows that 56% of trade show attendees claim that purchasing decisions resulted from various factors, including the trade show booth. It makes sense if they’re among the 60% referred to above. Including technical sections on your website or publishing white papers in industry publications ensures that the information provided by the technical expert manning your trade show booth is consistent across marketing channels and widely available.

Not only will this technique drive sales and lead conversions from trade shows, it will position your company as an industry expert, which is exactly what savvy industrial buyers are looking for.

Are you a die-hard believer in solution sales? Or is the technique another casualty of the Information Age? Share it in the comments! Be sure to check out the blog at ElijahLogan.com, and connect at @EliLoganTx

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When to Set Trade Show Objectives and Who Should be Doing it - Elijah Logan Longview Texas

Elijah Logan Longview Texas

It’s well established how to best set trade show objectives and why it’s important, but who should be doing it? And when? That depends on how compartmentalized the sales and marketing departments are within your organization.

If marketing and sales are clearly defined departments, align them by fostering communication between the two before and after each trade show.

Hugh MacFarlane of MathMarketing conducted a study that revealed that businesses whose sales and marketing departments are aligned close 38% more business than their non-aligned counterparts. Sometimes achieving alignment means overcoming a cultural rift that can develop between these two groups. That divide is usually based in a disagreement on just which department is the driving force behind customer acquisition.

Bridging this gap is important, especially when it comes to setting trade show objectives and goals. Including a sales liaison in exhibit planning meetings or surveying booth staff upon their return from trade shows are just a couple ways to foster communication that will ensure you’re establishing realistic goals. To see more ways to overcome this divide and how it applies to other areas in your business, check out Harvard Business Review’s End the War Between Sales and Marketing.

If your company does not have a formally established a marketing department, set your objectives when you coordinate your company’s annual trade show schedule.

For most small to medium-sized companies, managers and members of the sales team come up with promotional ideas and are most likely responsible for the planning and execution of the organization’s participation in trade shows. When this is the case, it can be tough to establish a trade show objective when you’re the individual responsible for meeting sales goals and coordinating the company’s participation in eight to ten trade shows a year.

If you wear several hats within your company, just keep your trade show hat on a little longer at the beginning of the year. The benefits of setting your trade show objectives at the same time you’re coordinating your company’s trade show schedule are:

Maximizing your trade show investment: The SMART method of goal-setting gives you a solid way to track and measure success, identify and refine best practices and ditch the elements that don’t contribute to revenue generation.

Ensuring you’ve purchased the right amount of booth space: If your objective in participating in a 2,000+ booth trade show is to gain exposure, you may not accomplish that with a standard 10′ x 10′ space. Conversely, if your goal is to build a database, reserve a 10′ x 10′ space and concentrate on creating a powerhouse contest or giveaway.
Establishing early-on what your booth space should accomplish in each show will ensure you never spend money on wasted space.

Cutting costs: Most trade shows partner with general service contractors who offer early-bird discounts on things like furnishings, carpet and other booth amenities. Getting organized early means taking advantage of these discounts in addition to knowing exactly which proprietary items you’ll need in the booth. This will help eliminate last-minute shipping, printing and production expenses.

Although some objectives may change slightly by the time the show actually takes place, it’s easier to make adjustments to your goal than to attempt to formulate it weeks before the show in the midst of show-related deadlines.

Other things to consider when setting your trade show objectives and goals are the format of the trade show, the focus of the show (largely educational vs. sales-oriented) and where that focus positions attendees in the purchasing process.
In the meantime, it’s your turn! Have you experienced trade show success that’s a result of setting goals? Share your story in the comments. Be sure to check out the blog at EliLogan.com, and connect at @EliLoganTx

Who is Elijah Logan?
Elijah Logan is a consultant and serial entrepreneur who partners with companies across the globe to effectively unlock relationships with clientele in numerous core industries. His expertise was developed through a series of B2B trade shows, effective content platforms, and automates sales and marketing adoptions.
He has developed, produced, and managed 1.4 million square feet of B2B trade show space, serving over 2600 exhibiting companies and attracting over 300,000 attendees from 42 states and 17 countries. These offering resulted in over 550 million dollars in community economic impact, and has generated over 16.4 billion dollars in revenue for his clients.
In the digital content market Elijah has developed over 300 digital properties delivering bleeding edge news, industry relevant communications, and educational marketplaces to facilitate client’s development of effective marketing strategies.

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Hosted Buyer Event Strategies - Elijah Logan Longview Texas

Hosted Buyer Event Strategies

1. Stand-alone: Create a new hosted/appointment-based event held in a unique destination environment.
2. In-show event: Create structured buyer-seller interaction in dedicated meeting spaces at your existing event, and generate additional revenue.
3. Co-located: Target a unique audience demographic by holding your hosted event at the same time and in the same city as another event. This can create crossover attendance and sponsorship opportunities.
Appointment-Based Hosted Buyer Model: A Different Value Proposition
Hosted-buyer events vary in a number of ways from traditional exhibitions:
1. Unique audience model: At a hosted-buyer event, the audience is prequalified and, typically, hosted (paid for) fully or partially.
2. Unique «supplier» model: «Supplier» vs. exhibitor. Suppliers are prequalified.
3. Unique business model: Event staff sells appointments versus booths.
4. Eliminate traditional uncertainty: A hosted-buyer event has a known quantity and quality of attendees. No «hoping» the best buyers will show up.
5. Go straight to desired result: Buyers networking face-to-face with high-quality vendors.
How to Get Participants
Because these events are usually smaller (with a limited number of buyers and sellers) than traditional shows, marketing must be done differently. Here are best practices for bringing the best buyers and sellers together:
1. Network one-to-one: Work one-on-one in a service fashion, developing relationships and learning about the specific business-development requirements of targeted attendees (buyers), and help identify solutions that your clients (sellers) can provide.
2. Use multiple contact methods: Contact individuals directly via phone and e-mail. Do not mass market.
3. Engage individuals online: Social media marketing can be used to generate brand engagement and produce additional leads.

Be sure to check out the blog at EliLogan.com, and connect at @EliLoganTx

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If You Invite Them They Will Come - Elijah Logan Longview Texas

Elijah Logan Longview Texas

It’s undeniable that exhibitors who notify their potential customers of their presence at trade shows experience greater success. Not only is their booth crowded with pre-qualified buyers, exhibitors are able to build on previous sales efforts in an environment that is conducive to deal-making:
Neutral turf:That’s one of the most under-recognized benefits of a trade show space; that it’s neutral territory where both parties can speak and deal openly and comfortably.

An exciting atmosphere: Don’t squander the excitement of the trade show atmosphere by performing the introduction during the show. Make the introduction long before the show begins and let the electric atmosphere of the trade show floor lend itself to closing to the deal instead.
Face-to-face relationship building: While it’s definitely possible to make a sale using the «Send» key, it’s more likely that you’ll begin building a relationship with a hand shake. Meaningful professional relationships create success for those who nurture them. Referrals, repeat business or recommendations are all invaluable assets of maintaining and developing meaningful professional relationships. How better to kick one off than with a hand shake and a personal introduction?

Below are a few tips that can help you create your own effective invites:

Email: Do not put your subject line in ALL CAPS. It’s part of a long list of spam filter magnets.

Direct Mail: Sounds simple, but always address your invite to a specific person. It always helps to follow up by phone right before the show to remind them that you’ll be there and potentially set-up an appointment to speak during the show or at an ancillary event.

Social Media: Connect with your invitees prior to the show and post information about products or services you’ll be featuring in your booth. Your posts will continuously show up in their feed (which gives you top of the mind awareness) and you’ll create excitement about your booth and the show itself.

What’s the best trade-show invite you’ve ever received from an exhibitor or sent as an exhibitor? Share it in the comments! Be sure to check out the blog at ElijahLogan.com, and connect at @EliLoganTx

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